Steggles has launched its 2026 Charity Chook campaign, with 30 cents from every Steggles Charity Chook purchased throughout July donated to Australian children’s charities.
Developed by Clemenger BBDO, this year’s campaign introduces a new ‘Care Package’ creative platform built around a simple belief: sometimes doing good is as simple as putting a roast on the table. The campaign is supported by a national media strategy and implementation led by Hearts & Science.
The campaign is the latest work delivered through Baiada Poultry’s broader partnership with Omnicom Oceania.
It celebrates the power of small acts of care and reminds Australians that an everyday family meal can help support families facing extraordinary challenges.
As part of the Steggles Charity Nest program, which has raised over $15 million for Australian children’s charities since 2010, this year’s campaign introduces a new packaging design inspired by the words of hope and resilience of children and families supported by Steggles’ charity partners.
The children and families were asked what helped them through some of life’s toughest moments, with their answers becoming the heart of the campaign. From bravery beads to meals made with love, their experiences were brought to life through bespoke illustrations. Featuring heartfelt messages such as “Be as strong and cool as a dinosaur” and “You can do the hard things,” each pack shares messages of hope from one family to another and from one child to another.
One of the stories that inspired this year’s campaign is Halle’s. Born at just 26 weeks and weighing 750 grams, Halle spent months in neonatal intensive care while her family stayed at Ronald McDonald House. During that time, shared meals around the kitchen table became moments of comfort, connection and normality amid uncertainty.
“The Steggles Charity Chook has always been about making it easy for Australians to support children’s charities through something they’re already doing – sharing a meal with family and friends,” said Baiada Poultry chief marketing officer Yash Gandhi.
“This year, we wanted to honour the incredible resilience of the children and families supported by our charity partners. Every illustration and message on the pack is inspired by their lived experiences, celebrating the moments of care, hope and encouragement that helped them through some of life’s toughest moments. The Steggles Charity Chook not only tastes good, but it does good.”
“It’s such a privilege to contribute to the brilliant Charity Chook program with the Steggles team. The creative idea was designed to bring a touch of emotion to every purchase with authentic illustrations inspired by real stories from children and families supported by Steggles’ charity partners. We hope our work not only connects with Australians but helps ensure Charity Chooks are flying off the shelves,” said Clemenger BBDO creative officer Matt Chandler.
The integrated campaign spans out-of-home, retail proximity media, in-store, social, digital and radio, alongside a range of community activities.
“The media campaign has been designed to amplify the new Charity Chook packaging and showcase the tangible impact behind every purchase. We’ve also partnered with Nova on a talent-led audio campaign, which has amplified the authentic stories and demonstrated how Australians can support children’s charities by simply sharing a roast,” said Hearts & Science Sydney general manager Blake Power.
Through program, Steggles proudly supports Ronald McDonald House Australia, Children’s Hospital Foundation Queensland, Perth Children’s Hospital Foundation, Children’s Cancer Institute, Lifestart, Autism SA, Little Wings, Riding for the Disabled Association and Griffith Autism Support Group.
The Steggles Charity Chook is available throughout July at Woolworths and select independents, including IGA.
Credits:
Client: Baiada, Steggles
Creative Agency: Clemenger BBDO
Media Agency: Hearts & Science
Illustrator: Georgia Perry
